Are influencers losing their influence?

Int. (B1-B2)

Let’s explore what you already know!

Warm-up

Let’s explore what you already know!

Warm-up

• What is a social media influencer, and why do companies work with them?
• What types of influencers are represented in the in images?
• Do you know of any famous examples?
• Do they promote products on their channels?

Share your thoughts.

• What are some reasons people trust or distrust influencers?
• Have you ever bought something because an influencer recommended it? Why or why not?
• What do you think makes an influencer authentic?

Activity 1

Discuss.

Let’s explore what you already know!

Warm-up

Chiara Ferragni Pays €3.4m to Smooth Over Charity Fraud Case

Research Finds Consumers Prefer Influencer Content Over Traditional Ads

Wellness Influencer Exposed for Faking Cancer Diagnoses

• What do you think happened in each story?
• How might this headline affect influencers, brands, or audiences?
• Have you seen similar stories before?

4

Activity 2

Read the following headlines related to social media influencers and then discuss the questions below.

Let’s explore what you already know!

Warm-up

Today’s video explores the decrease in trust towards online influencers

Watch a video

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Warm-up

Are you familiar with any of the words or expressions below? What do they mean?

tone-deaf

fatigue

luxurious

a dumping ground

authenticity

over-saturation

backlash

incentives

Activity 3

Let’s explore what you already know!

Warm-up

Try to match them to their definitions.

1. Failing to understand or respect the feelings of others, especially in sensitive situations.
2. Reasons or motivations that encourage a person to take action, often related to rewards.
3. A place where things are thrown away or left without care.
4. The quality of being real, genuine, or trustworthy.
5. Extreme tiredness or exhaustion, either physical or mental.
6. A situation where there is too much of something, making it overwhelming.
7. A negative reaction or strong criticism from the public.
8. Something very expensive, high-quality, and associated with wealth.

tone-deaf

fatigue

luxurious

a dumping ground

authenticity

over-saturation

backlash

incentives

Activity 3

Let’s explore what you already know!

Warm-up

Let’s check the answers.

B

E

G

F

D

A

H

C

tone-deaf

fatigue

luxurious

a dumping ground

authenticity

over-saturation

backlash

incentives

Activity 3

• Failing to understand or respect the feelings of others, especially in sensitive situations.
• Reasons or motivations that encourage a person to take action, often related to rewards.
• A place where things are thrown away or left without care.
• The quality of being real, genuine, or trustworthy.
• Extreme tiredness or exhaustion, either physical or mental.
• A situation where there is too much of something, making it overwhelming.
• A negative reaction or strong criticism from the public.
• Something very expensive, high-quality, and associated with wealth.

Let’s explore what you already know!

Warm-up

1. Why did audiences react negatively to the Dubai influencer trip?
2. What does "influencer fatigue" mean, and why is it happening?
3. How did the de-influencing movement start, and what was its goal?
4. Why do brands and influencers sometimes use fake bot engagement?

Activity 4

Watch the video until 04:12, and look for answers to the questions.

Let’s explore what you already know!

Warm-up

Let’s check the answers.

Audiences felt the extravagant influencer trip was tone-deaf, especially during a cost-of-living crisis.

Refers to people becoming tired of and disengaged from influencer content. It happens due to over-saturation and repetitive promotions.

It was a reaction to excessive influencer promotions, encouraging people to resist overconsumption and make more mindful purchasing decisions.

To appear more popular and credible, often tricking brands into sponsoring them and misleading audiences about their actual influence.

Activity 4

• Why did audiences react negatively to the Dubai influencer trip?
• What does "influencer fatigue" mean, and why is it happening?
• How did the de-influencing movement start, and what was its goal?
• Why do brands and influencers sometimes use fake bot engagement?

Let’s explore what you already know!

Warm-up

1. Influencer fraud has little impact on consumer trust.
2. Influencers rarely get exposed for their scams and they often go unpunished.
3. Negative publicity around influencer scams has made consumers more cautious.
4. Consumers are overloaded with choice from the wide range of brands that influencers promote.
5. It’s often impossible for social media users to avoid content from certain kinds of influencers.

Watch the rest of the video and answer the following true or false questions.

Activity 5

Let’s explore what you already know!

Warm-up

1. Influencer fraud has little impact on consumer trust.
2. Influencers rarely get exposed for their scams and they often go unpunished.
3. Negative publicity around influencer scams has made consumers more cautious.
4. Consumers are overloaded with choice from the wide range of brands that influencers promote.
5. It’s often impossible for social media users to avoid content from certain kinds of influencers.

False – Influencer fraud significantly damages consumer trust and weakens the effectiveness of influencer marketing.

Let’s check the answers.

False – Many influencers have been exposed for scams, and some have faced legal consequences or financial penalties.

True - This has made consumers more skeptical and cautious about influencer promotions.

False – Consumers are often bombarded with repetitive promotions from the same few brands rather than a wide variety of choices.

True – Social media algorithms often push influencer content, making it difficult for users to avoid seeing certain influencers, even if they don’t follow them.

Activity 5

Let’s explore what you already know!

Warm-up

Let’s work with the new language

Practice

Let’s explore what you already know!

Warm-up

Complete the statements using some of the words and expressions we looked at earlier.

fatigue

backlash

over-saturation

incentives

authenticity

tone-deaf

luxurious

a dumping ground

1. The influencer trip to Dubai received massive public ____________ after people criticised it as being out of touch during a cost-of-living crisis.
2. Many influencers promote ____________ lifestyles, showcasing expensive holidays, designer brands, and lavish homes.
3. The brand was accused of being ____________ when it sent influencers on extravagant vacations while many people were struggling financially.
4. Consumers are experiencing influencer ____________ due to the repetitive nature of sponsored content and promotions.
5. Social media users are frustrated by the ________________ of influencer advertisements, seeing the same types of promotions again and again.

Activity 6

Let’s explore what you already know!

Warm-up

• The influencer trip to Dubai received massive public ____________ after people criticised it as being out of touch during a cost-of-living crisis.
• Many influencers promote ____________ lifestyles, showcasing expensive holidays, designer brands, and lavish homes.
• The brand was accused of being ____________ when it sent influencers on extravagant vacations while many people were struggling financially.
• Consumers are experiencing influencer ____________ due to the repetitive nature of sponsored content and promotions.
• Social media users are frustrated by the ________________ of influencer advertisements, seeing the same types of promotions again and again.

Let’s check the answers.

fatigue

backlash

over-saturation

incentives

authenticity

tone-deaf

luxurious

a dumping ground

backlash

luxurious

tone-deaf

fatigue

over-saturation

Activity 6

Let’s explore what you already know!

Warm-up

Select one set of questions and interview a partner.

​

1. What types of influencers do you think are the most successful? Why?
2. What makes an influencer trustworthy or untrustworthy?
3. Have you ever been influenced to buy something? What was it?
4. Why do some influencers lose credibility over time?

​

1. Do you think influencer marketing is effective? Why or why not?
2. Have you ever stopped following an influencer? Why?
3. What are some red flags that an influencer might not be genuine?
4. How can influencers be more authentic and trustworthy?

Set A

Set B

Activity 7

Let’s explore what you already know!

Warm-up

Try to apply what you’ve learned!

Let’s talk

Let’s explore what you already know!

Warm-up

Select your area of expertise and prepare to bluff your answers.

You will pretend to be an influencer while your teacher and classmates question you.

• Fitness
• Travel
• Tech
• Fashion

• How did you get started in ____ ?
• What products would you recommend for ____?
• I have a problem with ____. What should I do?

Activity 8

• Finance
• Beauty
• Food
• Celebrity

Let’s explore what you already know!

Warm-up

Imagine the following scenario:

Select one of the following scandals:

• Vegan influencer caught eating fish (Yovana Mendoza).
• Wellness influencer fakes cancer diagnosis (Belle Gibson).
• Influencer's fake luxury lifestyle exposed (Hushpuppi).
• Influencer involved in charity fraud (Chiara Ferragni).
• Haliey Welch's cryptocurrency scam: Accused of running a pump-and-dump scheme.

You are an influencer who has been exposed in a scandal. Your goal is to hold a press conference and defend yourself in front of the media (the rest of the class). The journalists will ask tough questions and you must think on your feet to avoid being cancelled.

EXAMPLE QUESTIONS

• Why did you lie to your audience?
• How do you respond to people calling for you to be cancelled?
• What will you do to regain the public's trust?
• Do you admit that you made a mistake?

Activity 9

Let’s explore what you already know!

Warm-up

Let’s take the conversation to the next level!

A deeper look

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Warm-up

Let’s look at a positive news story related to the topic.

Discuss.

• Was this a good thing?
• Do you think Mr Beast’s intentions were completely altruistic?
• Would it have changed anyone's opinion on charity or healthcare access?

In January 2023, YouTuber MrBeast funded cataract surgeries for 1,000 people who were blind or near-blind but couldn’t afford the procedure. His video documenting the initiative received widespread praise, highlighting the power of influencers to make a real-world impact. However, some critics argued that acts of charity like this should not rely on individual philanthropy and questioned whether the video was exploitative.

YouTuber MrBeast Funds 1,000 Life-Changing Eye Surgeries

Activity 10

Let’s explore what you already know!

Warm-up

Let’s look at a positive news story related to the topic.

Share your opinions.

• Should acts of charity like this rely on influencers, or should they be the responsibility of governments?
• Do you think it is ethical for influencers to film acts of charity for content? Why or why not?
• Does publicising acts of charity inspire more people to help, or does it make the gesture feel less genuine?
• How can influencers balance using their platform for good while avoiding criticism?

Activity 10

YouTuber MrBeast Funds 1,000 Life-Changing Eye Surgeries

Let’s explore what you already know!

Warm-up

1. A beauty influencer uses heavy filters and editing to make a skincare product look more effective.
2. A travel vlogger gets free luxury hotel stays but doesn’t disclose they were paid to promote them.
3. A financial influencer gives investment advice online but has no real qualifications.
4. A fitness influencer promotes a diet product they haven’t used and don’t know if it actually works.
5. A gaming influencer creates fake controversy about a product to generate more engagement and views.

Consider the following influencer scenarios:

• Who is affected by the influencer’s actions?
• Should the influencer have a legal responsibility to be honest?

Rank the scenarios from most to least unethical and discuss your reasons.

Activity 11

Let’s explore what you already know!

Warm-up

1. A beauty influencer uses heavy filters and editing to make a skincare product look more effective.
2. A travel vlogger gets free luxury hotel stays but doesn’t disclose they were paid to promote them.
3. A financial influencer gives investment advice online but has no real qualifications.
4. A fitness influencer promotes a diet product they haven’t used and don’t know if it actually works.
5. A gaming influencer creates fake controversy about a product to generate more engagement and views.

Consider the following influencer scenarios:

• Should influencers face consequences for unethical behaviour? If so, what kind?
• Who should regulate influencer content? Social media platforms, governments, or audiences?

Share your opinions.

Activity 11

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Warm-up

A little extra practice to help it stick

Homework

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Warm-up

• What product is being advertised?
• Who is the influencer, and what type of content do they usually create?
• How is the influencer trying to persuade their audience? (e.g., personal storytelling, product demonstrations, discount codes)
• Do they clearly disclose that this is a paid promotion? How?
• Do you think their endorsement is genuine or just for money? Why?

Write a report (150–200 words) covering:

Be ready to discuss your report in the next class.

Find a social media post where an influencer promotes a product and answer questions about how the influencer is trying to persuade their audience.

Find examples on platforms like Instagram, TikTok, YouTube, or Twitter, but the post must be an advertisement, sponsorship, or paid promotion.

Homework

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Warm-up

Thank

You!

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Warm-up